Marketing BA (Hons)

In the first year, students are introduced to both the fundamentals of management studies and the basic concepts and skills necessary for a broad understanding of the marketing environment.

• Introduction To Accounting and Finance (non-specialist) (ACFI107) Level 1 Credit level 15 Semester First Semester Exam:Coursework weighting 100:0 Aims
• A framework to allow understanding of the structure and contents of the key financial statements of business organisations;

  1. ​ An understanding of the basic principles of financial accounting;

  2. ​ An understanding of the basic techniques of preparation of such statements;

  3. ​ The ability to analyse firm performance and position using financial ratios;

  4. ​ An understanding of basic costing techniques in order to facilitate managerial decision-making;

  5. ​ Comprehension of the role and structure of budgets in an organisation;

  6. ​ The ability to apply various investment appraisal techniques in order to make capital investment decisions.

  Learning Outcomes

  explain the nature and roles of accounting and finance;

  ​ identify the main users of accounting and discuss their needs;

  ​ distinguish between financial and management accounting;

  ​ explain the nature and purpose of the three major financial statements;

  ​ prepare simple balance sheets, cashflow statements and profit and loss accounts from relevant financial information;

  ​ use ratios to analyse the financial performance and position of a business;

  ​ explain the relationship between costs, volume and profit and conduct break-even analysis;

  ​ deduce the full cost of a unit of output in a single-product environment;

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  7. define a budget and show how budgets, corporate objectives and long-term plans are related;
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  ​ construct simple budget from relevant information

  
  

  ​ identify and apply the four main investment appraisal methods used in practice.

  9. Economic Principles for Business and Markets (ECON127) Level 1 Credit level 15 Semester First Semester Exam:Coursework weighting 80:20 Aims

     1. To en able students to demonstrate an understanding of the core principles of microeconomics including:

        • The dynamic nature of supply and demand
        • The efficient opperation of markets and when they fail
        • How firms reach output decisions, interact and attain levels of profit under different market conditions

     2. ​To enable students to demonstrate an understanding of the core principles of macroeconomics including:

        • The aggregation of demand and supply in the economy to measure an economy''s output;
        • The business cycle and behaviour and interaction of the big macroeconomic indicators: Growth; Unemployment; Inflation; Balance of payments & Exchange rates;
     3. To enable students to demonstrate an understanding of the global economic environment

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     4. ​To enable students to understand the impact of modern economics on day-to-day business operations

     Learning Outcomes An understanding of the central economic problem (scarcity) and the nature of economics;

     ​An understanding of how the market price of goods and services is determined by supply and demand and how markets respond to changes in circumstances, measures of responsiveness and price control;

     ​An understanding of how firms’ costs of production and revenue are considered to find points of profit maximisation;

      

     ​An understanding of different Market environments – Specified by degree of competition in industries (perfect competition, monopoly, monopolistic competition, oligopoly); as well as strategic interactions arising such as game theory and price discrimination;

     ​An understanding of why markets fail to achieve social efficiency;

     ​ An understanding of the theory of the whole economy 1 (macroeconomic objectives; the national income);

     An understanding of the theory of the whole economy 2 (aggregate supply and demand, short-term fluctuations, economic growth); ​ An understanding of the global economy, the gains from international trade as well as the arguments for restricting trade.
  10. Business Statistics (ECON154) Level 1 Credit level 15 Semester Second Semester Exam:Coursework weighting 75:25 Aims The purpose of themodule is to provide an introduction to business statistics for thenon-specialist.  The course aims toprovide a broad understanding of the nature of variability and why it is anissue for managers.  It will also providestudents with the ability to derive and understand a variety of graphs andstatistics which can be produced in Excel and which provide a means formanagers to make intelligent use of statistics in the process of management anddecision-making.
      Learning Outcomes Explainthe nature of variability and why it is important for managers
      

      ​ Describeand analyze data using graphs and summary statistics

      Explain basic principles of sampling and apply them to management contexts

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      ​ Model data using standard probability distributions

      Describe and analyze attribute data

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      Explain the nature of random sampling error and the need to place a margin of error around estimates

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      Calculate a margin of error to place confidence limits on estimates

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      ​ Explain and interpret control charts and propose appropriate improvement strategies

      Analyze the relationship between quantitative variables using simple regression and correlation techniques

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  11. International Business Environment (MKIB152) Level 1 Credit level 15 Semester Second Semester Exam:Coursework weighting 0:100 Aims

      This moduleprovides an introduction to the international business environment.
      

      
      

      Thecourse will cover issues including the role and behaviour of multinationalenterprises in the global economy, the business models used by firmsinternationalizing and the changing institutional and regulatory frameworksinfluencing international trade. Discussion will also be made of thedistinction between internationalization and globalization, and the limits ofglobalization. 

      
      

      Studentswill be both introduced to relevant theoretical and conceptual frameworks andgiven a firm empirical understanding of the international business environment.These aims will be achieved via a combination of lectures and seminars.

       

      Learning Outcomes An understanding of processes of internationalization and globalization
      
      An awareness of the activities of multinational firms and their relationship with the international business environment;

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      An understanding of business models and their practical application in different international contexts;

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      The ability to apply theoretical ideas to empirical situations, particularly through an understanding of how business adapts to the international business environment.

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  12. Fundamentals of Marketing (MKIB153) Level 1 Credit level 15 Semester First Semester Exam:Coursework weighting 50:50 Aims

      The aim of this module is to provide a grounded appreciation of the utility and universality of a marketing orientation as the process by which organisations align themselves to their operating environment, customers/stakeholders and markets

      Learning Outcomes

      understand the nature of the marketing environment and its relevance for the organisation and marketing practice
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  ​ specifically, to be able to undertake an analysis of customer and competitive environments

  ​ understand the fundamental philosophy of marketing and its application in both business and not-for-profit organisations

  ​ identify and be able to apply key marketing concepts to aid marketing and business decisions

  ​ be able to demonstrate an understanding of the pratical aspects and processes of marketing

  14. Consumer Behaviour (MKIB155) Level 1 Credit level 15 Semester Second Semester Exam:Coursework weighting 60:40 Aims

      Understanding how customers and consumers really behave has been highlighted as one of the fundamental issues which serve to establish the identity of the field of marketing, distinguish it from other fields and disciplines and compel further research inquiry. This module has been designed to equip students with the knowledge and skills to explore this question. The module aims
      

      • to provide students with the means to develop a critical appreciation of the theory of consumer behaviour; in particular to evaluate the contribution of this knowledge to our understanding of marketing
      • to enable students to reflect on the relationship of this theory to marketing practice
      Learning Outcomes

      ​ evaluate the contribution of cognitive psychology to the development of our understanding of consumer behaviour

      ​ identify the dimensions and limitations of a behaviourist perspective on consumer behaviour

      ​ evaluation the role and significance of external influences on consumer behaviour, including culture and reference groups

      ​ appreciate how an undertanding of consumer behaviour might be used to develop marketing strategy

      ​ develop critical perspectives on the use and importance of consumer research